How each generation shops in 2022

Understanding your target audience is essential to every business, but reaching potential customers can be daunting and challenging work. In order to stay on top of the latest marketing trends in an ever-changing scenario, especially with social media, it is crucial to have in place an effective strategy that takes into account how and where each generation shops.

It is expected that most Gen Z (ages 18-24) consumers would rely heavily on social media to find and choose new products - and they do (57%). But so do Millenials (ages 25-35), with half of them heading to channels like Facebook and YouTube when deciding on a purchase.

A particularly interesting find in a recent survey conducted by HubSpot is that almost one in every four Gen X adults (ages 35-54) prefer to buy directly from a company's mobile app, followed closely by Gen Z (22%) and Millenials (20%).

Shopping habits change over time, but it is no secret that brands must be where their potential customers are. And in 2022, they are online, glued to their smartphones and happy with the convenience of receiving goods directly at home.

One thing is for certain: mobile shopping is here to stay - and it will grow even more.

Find below an overview of how each generation is shopping in 2022. For the full report, click here.

Gen Z Overview (ages 18-24)

• Instagram, YouTube, and TikTok are the top social media apps among Gen Z
• 33% of Gen Z have bought a product based on an influencer’s recommendation in the past three months
• 60% of Gen Z have chosen a product based on it being owned by a small business in the past three months

Millennials Overview (ages 25-35)

• 90% of Millennials use social media for an average of 4 hours per day
• When it comes to online shopping, 68% of Millennials use their phones most often, while 22% use a computer.

Gen X Overview (ages 35-54)

• Social media is the number one channel Gen X discovers new products on the most, according to 58% of those 35-54
• 42% of Gen X have chosen a product based on it being made by a small business in the past three months

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